Email marketing has been around since the dawn of time - or, at least, since the dawn of the Internet. Early on in the days of the world wide web, marketers realized that they could draw attention to their products by emailing advertisements to consumers - and it worked. At least, it worked until the sheer volume of marketing emails clogging inboxes caused customers to stop listening.
If you, like many other small business owners, are experiencing low open and click through rates, you might think that email marketing is a thing of the past. You’re not alone in thinking that, but you are wrong. In 2020, email marketing remains a viable part of your digital strategy - as long as you’re doing it right.
4 reasons that email marketing is here to stay
1. Reach Customers on Mobile
According to a study from Forrester Research, more than 42% of email marketing messages are opened on a mobile device. As consumers’ lives become increasingly centered around their smartphones and tablets, email marketing remains one of the best ways for businesses to reach consumers on their platform of choice - without investing in expensive, short-lived gadgets or fancy software.
Which leads us to our next point:
2. It’s Inexpensive
Whether you’re putting together a digital marketing strategy on a shoestring budget or you have a bottomless source of funds for your marketing efforts, chances are you’d like to save money wherever possible. And while we certainly understand that your time is valuable, there are inexpensive and free email marketing platforms that make sending emails quite affordable. Email marketing allows businesses to reach a large number of prospects and/or customers for a lower cost than alternatives - like advertising.
Even if your emails aren’t getting the open and click-through rates of your dreams, this small investment can make a big impact in creating top-of-mind awareness and brand recognition amongst your consumers.
Want to learn how to create emails that work for you? Check out our 4 tips to get your emails open, read, and clicked.
3. Customization is Easy
Creating branded emails is an easy way to solidify your brand in consumers' minds and communicate your business’ mission and values to your customers.
A number of existing tools make designing beautiful, custom emails easier than you might think. There are number of great email marketing platforms that allow you to import your mailing list and customize email templates to fit your company’s needs. One of our favorite platforms is Mailchimp, which is affordable, easy to use and with their expansive library of templates, doesn’t require you to have any HTML skill at all to create beautiful emails.
4. Drive Specific Actions
When your emails are focused and targeted, you're able to use this form of communication to drive specific actions from your prospects or customers. Whether you're launching a new product or running an online sale, email marketing is the perfect way to communicate these campaigns to your contacts and drive them to take the desired action in a simple and streamlined way.
If you were considering nixing email marketing from your strategy, we highly recommend you reconsider. When done right, brands continue to see email marketing as an effective way to communicate with their audiences and generate revenue for their businesses.